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BS 6100 Strategic Management Individual Assignment The individual assignment is worth 60% of the module mark. To encourage better understanding of the course, and to aid students prior to the...

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BS 6100 Strategic Management
Individual Assignment
The individual assignment is worth 60% of the module mark. To encourage better understanding of the course, and to aid students prior to the submission of the assignment, you are expected to present your work in class (please see schedule in the Module Handwork). Your lecturer will allocate the timing and sequence of your individual presentation. You are to use Turnitin and submit your assignment in soft copy. The individual assignment should consist of no more than 3000 words which include the executive summary. Appendices and list of references are not included in the word count. Exceeding the word count will incur a 5 marks penalty. Late submission of your assignment will be penalised in accordance to the rules written in the Module Handbook. Submission date must be strictly adhered to as no extension of the assignment will be allowed. You are to present your work in REPORT FORMAT.
Individual Assignment Brief:
https:
www.crunchbase.com/organization/lazada-group#/entity
Lazada Group operates Lazada, Southeast Asia’s number one online shopping and selling destination, with presence in Indonesia (www.lazada.co.id), Malaysia (www.lazada.com.my), the Philippines (www.lazada.com.ph), Singapore (www.lazada.sg), Thailand (www.lazada.co.th) and Vietnam (www.lazada.vn).
Launched in March 2012, Lazada Group has grown rapidly to approximately 7,000 FTEs. The company has an online footprint of 5 million daily visits to its sites and mobile apps, and the largest Facebook following in Southeast Asia with more than 13 million fans.
Lazada is pioneering eCommerce in the region by providing customers with an effortless shopping experience with multiple payment methods including cash-on-delivery, extensive customer care and free returns. Lazada features a wide product offering in categories ranging from consumer electronics to household goods, toys, fashion and sports equipment. As Lazada is actively seeking new markets to grow its eCommerce business, it is imperative for the company to consolidate its market position as well as exploring potential markets to drive growth. For the purpose of this report, you will use Lazada as your choice company. You are to:
1. Analyse the value chain of Lazada – 20 marks
2. Identify key competencies of Lazada and justify how the company capitalises its strengths to gain its competitive advantage in Singapore – 20 marks
3. Conduct a macro environmental scan of a new market of your choice – 20 marks
4. You are to consider the strengths of the top 3 eCommerce companies in the new market of your choice and explain how Lazada can compete effectively against the incumbents – 20 marks
5. Consider the different mode of entry available, you are to choose the most desirable mode of entry for Singtel and justify your choice – 20 marks
Submission Deadline:
5th January 2018, Monday 4PM (SG date and Time)
(Canvas Turnitin)
1
Answered Same DayDec 18, 2019BS 6100

Solution

David answered on Dec 24 2019
100 Votes
BS 6100 Strategic Management
12
REPORT
BS6100-Strategic Management
Kingston Business School
Student ID:
Student Name:
Lecturer’s Name:
Word Count: 3000 +/-10%
Referencing: Harvard
List of tables
1. Executive Summary....................................................................................................................3
2. Introduction.................................................................................................................................4
3. Analysis of Value Chain of Lazada............................................................................................5
4. Identify key competencies of Lazada and justify how the company capitalises its strengths to gain its competitive advantage in Singapore ..........................................................................................6
5. Conduct a macro environmental scan of a new market of your choice.......................................6
6. You are to consider the strengths of the top 3 eCommerce companies in the new market of your choice and explain how Lazada can compete effectively against the incumbents.......................7
7. Consider the different mode of entry available, you are to choose the most desirable mode of entry for Singtel and justify your choice ...............................................................................................8
8. Conclusion.....................................................................................................................................9
9. Reference list................................................................................................................................10
Executive summary
The report aims to analyze and study the different dimensions of strategic management in Lazada eCommerce Company. The report researches the main parameters responsible for the success of LAzada in various parts of South East Asia market. According to macroeconomic factors relevant to the market of Indonesia and Singapore, the report presents an overview of all the dimensions related to the company.
We aim to answer five questions in this report. First question analyzes the value chain of Lazada, Second question determines the core competencies of the company and justifies how it utilizes its strength to gain competitive advantage in Singapore. Third question performs macro environmental scan of Indonesia’s market. Fourth question enlists the strengths of 3 leading e commerce companies in Indonesia, and explains how Lazada can compete efficiently with those incumbents. Fifth and the last question summarize the most desirable mode of entry for Singtel Company in Indonesia.
The conclusion provides summary of whole report.
Introduction
Lazada is a leading eCommerce Company providing online shopping facility to all its customers, successfully since 2012. The company operates in various parts of South East Asia like Singapore, Vietnam, Thailand, Philippines, Malaysia and Indonesia. The company offers a wide range of products like toys, sports, electronics, groceries and other household products. The Company supports sale and services from 135000 sellers (local and international) and 3000
ands in the region.
Lazada offers various payment modes like Cash on delivery and hassle free returns through efficient customer care services.
1. Analysis of value chain of Lazada
    Selle
    Platform
    Warehouse
    Delivery
    Custome
    Owned/Third Party
    B2C
    Owned/Third party
    Owned/Third party
    Local
    Local or International
    Store/ Market
    Cost drive
    Cost drive
    International
    
    Drivers
    
    Overseas
    
    
    Pricing
    Model
    Local
    
    
    Inventory management
    Hub and Spoke
    Mode of delivery
    
    
    CMS
    
    Courie
    
    
    Cu
ency
    Custom Packing,
    Post
    
    
    Payment modes
    Storage, pick up
    Self pickup
    
    
    Marketing
    packing
    
    
    
    Language
    returns
    Return
    
    
    Customer care
    Next day delivery
    Cost Depends on size and payment)
    
The activities of the company can be
oken into Primary operations and Support operations. The company creates value by minimizing the cost of buyer, providing good quality, and faster response to problems.
Porter’s Five forces model
1. Rivalry between existing competitors: Lazada has major competition from e-Commerce companies like Ebay, Rakuten, Zalora, Reebonz, Zilingo, Orami and Amazon. However the most prominent threat at present is from the presence of Amazon in South east Asian market. According to Aimone Ripa, the co founder and chief market officer of Lazada, “The company has an advantage of having on the ground knowledge about its six regional markets of operation, its extended logistic network, and backup from Alibaba group” (Choudhury 2017).
Lazada has a very unique approach in business strategy. They have highly experienced teams working in an organic manner with complete knowledge of market. They know the peculiarities of each regional market at the best, and this unique property cannot be easily copied up. Doing business in Malaysia is very different than doing business in Singapore. And the different in south East Asian market is beyond the languages and cultural differences. Each country has different infrastructure, the behaviour of local companies varies a lot, affecting courier services and delivery. At present, Lazada has nearly 100 logistics partners in South East Asia. The delivery mechanism of the company works in two ways: Control tower and last mile delivery, delivering the products most efficiently.
2. Customers or Buyer power: Lazada serves more than 560 million customers in its region and the number is continuously increasing with time. The company has established itself in the local market of South East Asia very effectively. Bargaining power of Buyers is also very high with less switching cost and low loyalty level. It makes the leading companies who have given consistently good quality to customers, to gain the confidence of buyers. Although amazon has a good
and image with great history of quality services throughout the world market but Lazada...
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